West NYC is introducing its latest exclusive adidas Rod Laver with a campaign that leans into the playful, raunchy advertising style of the early 2000s.
Titled “She’s All About His Rod,” the campaign stars comedian Ollyybee and opens with two women discussing why someone might be interested in him. After one jokes that she is only with him “for his Rod,” the camera cuts to the upcoming West NYC x adidas Rod Laver in White and Pink.
The pair continues West NYC’s ongoing run of exclusive Rod Laver colorways. While the Stan Smith remains the more widely recognized model from adidas’ tennis archive, the Rod Laver has developed a particularly strong following around Manhattan’s Upper West Side.
Lester Wasserman, owner of West NYC and Tip Top Shoes, has described the silhouette as “the Air Force 1 of the Upper West Side,” noting that it regularly outsells the Stan Smith in the surrounding neighborhood.
The new release keeps the Rod Laver’s clean white-tennis-shoe foundation intact while adding soft pink accents throughout. It also marks the model’s first new colorway since the announcement of the returning G-Unit G6, whose design was originally inspired by the adidas Rod Laver.
The West NYC x adidas Rod Laver “White/Pink" releases exclusively through West NYC on July 25. In-store sales begin at 10 a.m. ET, followed by the online release at noon ET. Retail is set at $100.
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